Cheel has released a new campaign for Samsung’s new Galaxy Alpha smartphone, featuring top model Doutzen Kroes.
The campaign is centered around a 30-second broadcast spot capitalizing on Kroes’ popularity. In the spot, Kroes is shown out clubbing with friends (according to the PR release, these are her actual friends, in real life!). Kroes finds reason to use her phone in various ways, as text such as “metal design” and “supersnelle autofocus” appear onscreen. Ultimately, it a very forgettable approach, as it seems Cheel is really banking on Kroes’ star power to carry the spot.
“The campaign perfectly illustrates the feeling that the Galaxy Alpha personifies: connected and stylish at the same time, while you enjoy the fun things in life,” said Gerben van Walt Meijer, Samsung mobile marketing manager.
Client: Samsung Electronics Benelux B.V.
Client representatives: Roos Bulder, Marius Klijzing, Gerben van Walt Meijer, Raymond Mesterom
Account: Janita Veenstra, Peter-Paul Blommers, Eric de Lange
Concept: Jac de Ruiter
Art direction: Jac de Ruiter, Ton van Jole
Director: Jasper Zwartjes
Photography: Jasper Zwartjes
RTV Producer: Joze Rikken
Production: In case of Fire
Offline editor: Martin Heijgelaar/ MRTN
Post-production: The Ambassadors
Management: Brand New Live
Sound editing: The Ambassadors
Music: Breaking Out (Extended Mix) by David Vrong Feat. Amaëlle
Media: Starcom Nederland